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Ep 400: The DadGang.co Story – From a boosted post, to 100k hats sold -- Bart Szaniewski Speaks!
13 ideas de marketing sacadas de «Ep 400: The DadGang.co Story – From a boosted post, to 100k hats sold -- Bart Szaniewski Speaks!», de DTC Podcast. Sobre…
- 13 ideas despiezadas
- Fuente DTC Podcast
- Dura 49 min
- Publicada en 2024
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Validar demanda con la comunidad antes de producir: preguntar qué quieren y producir solo si hay interés suficiente
Oferta y precioAntes de producir una nueva gorra, los fundadores van al grupo privado y preguntan: '¿Quieren esto?'. Si la respuesta es tibia, no producen. Si hay demanda, producen en cantidad ajustada. Esto reduce el riesgo de inventario y garantiza que cada lanzamiento tenga una audiencia pre-calentada que comparte el diseño y genera expectativa.
I would say making sure it's a hat they want so we we communicate with our private group all the time around like do you guys even want this you know like I I don't like to Grant EJ and I don't like to sit here and think we understand everybody's consumerism so why don't we go in the community and be like hey guys what do you want to see from us we were thinking about making a Navy hat do you even want that or should we scrap it so actually asking them what they want and then making it if there's enough uh demand for it and then um just like I think time of the year and what they're looking…
Escúchalo en el minuto 30:27
Dominar un solo producto antes de expandirse: vender un millón de gorras antes de lanzar camisetas
Oferta y precioMientras advisors y el entorno presionaban para diversificar a camisetas y hoodies, los fundadores insistieron en no distraerse: vender un solo producto (la gorra trucker) extraordinariamente bien antes de añadir líneas. Esto concentró los recursos de producción, marketing y atención en una oferta que se volvió icónica. La diversificación llegó solo después de que la gorra tuviera tracción validada.
we had that trucker hat be our only product for a really long time and I remember EJ gr and I were like always talking about let's let's do this let's do that people in our ear being like make t-shirts make hoodies and we're always just kind of like no let's sell like let's sell a million hats before we do anything else and that was kind of a joke at the time we haven't sold a million hats to date but it's like let's focus on selling one thing really well before we bring in the distractions of a t-shirt a hoodie all this other stuff and so we just kept selling that hat over and over again…
Escúchalo en el minuto 8:26
Combinar drops limitados (urgencia) con productos base siempre disponibles (estabilidad)
Retención y relación con el clienteDadGang mantiene siempre disponibles los bestsellers (gorra negra/blanca trucker, horsepower) en volumen, mientras que las ediciones especiales son drops limitados que se agotan en 24-48 horas. Para los drops, activan automáticamente email journeys y SMS que notifican cuando un producto vuelve a stock. Así generan urgencia por los primeros y recurrencia por los segundos.
right right now like how it how it stands and I'm super transparent about this we order the most of our best sellers like our Staples so we have a black and white horsepower that is probably like our our best seller of all time now or the dad gang black and white trucker both of those are like one and two they kind of compete against each other and then like three hats behind that sell really well so we volume wise we get the most of those and then everything else is a is a drop or or a launch um like right now we have a a golf hat coming out that's going to have a uh tea holder on the side…
Escúchalo en el minuto 28:48
Planificar Father's Day con meses de anticipación: inventario, drops limitados y contenido dedicado
Canales de adquisiciónFather's Day es la temporada más fuerte de DadGang. La preparación empieza meses antes: inventory planning con buffer extra (siempre se agotan antes de lo previsto), un video hero ad dedicado que luego se corta en múltiples clips de 10 segundos, y drops limitados exclusivos de la temporada que no vuelven a Stock. El objetivo es que nadie se quede sin su gorra y que los que no conocen la marca la descubran.
as it's got to be like the Super Bowl for this a little bit what are you doing like what does your ramp up to Father's Day look like and is it something you're you're thinking about and already planning out now we're inventory planning for sure to make sure there's enough cuz last like we're still at the point where we think we have enough hats and then we don't so we'll always sell through the inventory that we think we have enough of even right before this call um EJ hit me up and was like Hey if we keep going like this we're going to need a reorder for Father's Day so so we're like trying…
Escúchalo en el minuto 38:14
Retención y relación con el clienteEl grupo privado de Facebook es el activo de retención principal. Ahí publican contenido exclusivo, avisan de restocks antes que a nadie, y muestran colecciones de clientes (hay dads con más de 20 gorras). El grupo crea pertenencia y hace que los clientes se sientan insiders. Muchos esperan los drops solo por estar en el grupo.
Styles yeah we have so I have a and i' recommend this for anybody with a brand we have a private Facebook group that we show a little behind the scenes we tell people about restocks before everybody else um we let them know kind of like what's coming but in there people drop their Collections and there's dads that have every single hat we've ever put out there's multiple dads with 20 plus hats and then like so many with like three or three to five because and I I know this is you know my product I'm going to have some bias in how I say things but like I would wear this hat if it didn't say…
Escúchalo en el minuto 13:51
Retención y relación con el clienteEl grupo privado de Facebook es el activo de retención principal. Ahí publican contenido exclusivo, avisan de restocks antes que a nadie, y muestran colecciones de clientes (hay dads con más de 20 gorras). El grupo crea pertenencia y hace que los clientes se sientan insiders. Muchos esperan los drops solo por estar en el grupo.
Styles yeah we have so I have a and i' recommend this for anybody with a brand we have a private Facebook group that we show a little behind the scenes we tell people about restocks before everybody else um we let them know kind of like what's coming but in there people drop their Collections and there's dads that have every single hat we've ever put out there's multiple dads with 20 plus hats and then like so many with like three or three to five because and I I know this is you know my product I'm going to have some bias in how I say things but like I would wear this hat if it didn't say…
Escúchalo en el minuto 13:51
El producto es la comunidad: si la comunidad desaparece, la marca pierde su significado
Marca y posicionamientoPara DadGang, la gorra es el símbolo físico de una identidad. La comunidad no es una estrategia de marketing: es el alma de la marca. Si mañana desaparece el sentido de pertenencia entre los dads, las gorras se convierten en merch genérica. Por eso la métrica de éxito no es gorras vendidas sino fortaleza comunitaria.
the deeper meaning is the community we still have this mentality of let's see what happens instead of let's go to the Moon with it sometimes I feel like CEOs will make up goals that just came out of their heads like we must hit this or I'll be disappointed but it's not an actual projection it's just like I feel like I want this to be a$ hundred million company it's like we just want to grow this thing to empower the community a lot more and build the community for dads to feel like they have a spot where where they can come give help and advice and link up with other dad gang dads and hang…
Escúchalo en el minuto 0:00
Hacer boost de posts a visitas de perfil, no a conversiones, para construir comunidad antes que ventas
Canales de adquisiciónEn lugar de enviar tráfico directo a comprar, Bart hacía boost de posts de Instagram hacia visitas de perfil con un CTA de 'follow'. La lógica: si el usuario sigue la marca, ve los reposts de otros clientes, se genera deseo, y la venta llega después. Los media buyers lo critican, pero para una marca comunitaria el objetivo correcto es acumular audiencia que luego se convierte.
and I just started boosting our best organic posts on Instagram um and it was really just one post it was our first post that introduced the brand a picture of a of a hat being held literally just said hey this is Dad gang and we're a brand that's here to celebrate fatherhood for everything that it is we made a really high quality hat like that's the other thing we pride ourselves on is quality and and just like it's a really really nice hat great stitching good frame easy to wash all this stuff and we're here to build a community and you know join in and grab a hat it's only 35 bucks it's…
Escúchalo en el minuto 6:45
Estrategia y decisiones de negocioTrabajar en agencia y ver el estrés de otros CEOs llevó a Bart a rechazar las metas inventadas ('queremos ser una empresa de 100 millones'). Su enfoque: 'queremos vender un millón de gorras' empezó como broma pero representa una meta ambigua pero significativa que no genera presión parálisis. La diferencia es entre una proyección real y un número emocional.
mentioned earlier we we like still have this mentality of let's see what happens instead of let's go to the moon with it and because I working at the agency and seeing the stress of other CEOs of like stuff they is like self-inflicted stress so like sometimes I feel like and it's not for everybody but CEOs will make up goals that just came out of their heads and they're like we must hit this or I'll be disappointed but it's not an actual projection it's just like I feel like I want this to be$ million doll company it's like okay that's a cool feeling but that's going to be really hard and…
Escúchalo en el minuto 24:51
Relación orgánico vs pagado de 60/40 con ROAS 5x en ads
Canales de adquisiciónDadGang opera con una distribución 60% orgánico / 40% pagado en adquisición de nuevos clientes. El orgánico incluye reposts, tags y contenido de clientes satisfechos que traen nuevos clientes sin costo. Los ads pagan paraampliar lo que la comunidad ya genera. El ROAS reportado en ads es de 5x, pero la adquisición más valiosa viene del boca a boca comunitario.
around like a 5x myrr or a blended return on how much we we put in it's tough for me to call like exactly but we are a lot more heavy on the organic efforts than than the paid side especially if you want to Loop in like email and SMS outside of just posting on organic social our new customer acquisition is kind of like let's let people know about this brand that are dads that maybe haven't heard of it but all the reposts and tags and all the things we get from dads that already are customers really does Drive new customers without us having to spend on that um so I don't know I I want to say…
Escúchalo en el minuto 12:51
Canales de adquisiciónMookie Betts, Luka Dončić, Dak Prescott, Russell Wilson y otros llevan gorras DadGang porque sus esposas les compraron una o un stylist las vio en público. Ninguno fue contactado en frío. Cuando la marca genera una identidad comunitaria genuina, los adopters de alto perfil llegan solos. El referral implícito de una celebridad que compra como cliente vale más que un patrocinio activo.
about the the celebrity Partnerships that you're working on yeah so the most recent one I mean I I just got back from Arizona um on Monday we did our second collaboration with Mookie Betts who's currently the I think they just released the rankings for best MLB players in the league and he's number two number one in our opinion but so Muki is an interesting one because he was kind of approached or saw Dad gang from all angles um and he even tells the story like his wife bought him a hat and then Grant also um sent some hats to a stylist that he works with and he was seeing them out in public…
Escúchalo en el minuto 17:09
Probar X/Twitter para ads: CPMs más bajos por sobreoferta de inventario publicitario
Canales de adquisiciónX (Twitter) ofrece CPMs significativamente menores que Meta porque la plataforma tiene más inventario publicitario del que los anunciantes demandan. DadGang gasta ~$100/día en X y ve mayor crecimiento de comunidad y purchases atribuibles que en otros canales a ese nivel de gasto. Para marcas con audiencias masculinas, X puede ser un canal infrautilizado con mejor economics que Meta.
doing a a good amount on X lately and that has shown to like grow the community a bit more on onx or Twitter however you want to call it um but that's like a hundred bucks a day it's not like a ma major spend but it is helping build the community on Twitter to to share more dad stories and that kind of stuff um but yeah mainly mainly meta for the most part on are you finding on Twitter on X that the that the cpms are a lot lower I remember it was it was about a month ago or so I saw some stats on like them going crazy on trying to get more performance marketers on the platform because I think…
Escúchalo en el minuto 21:21
DadGang.co vendió 110.000 gorras en menos de 2 años con un enfoque simple
Medición y experimentosEn menos de dos años desde el lanzamiento, DadGang llegó a 110.000 gorras vendidas sin equipo grande ni sistemas complejos. Todo empezó con 100 gorras ordenadas para amigos y familia, vendidas en 36 horas. El crecimiento fue orgánico: boost de un post, viralidad de la comunidad y referral. El fundamento fue crear una comunidad primero y dejar que el producto la representara.
and so we made 100 hats that said Dad gang on them started them out of uh my friends and family just ordered them like uh less than 36 hours I think it orders but I think we've sold like 110,000 hats to dat and still a very very simple approach to everything it's like the three of us don't want to build a company that like requires unnecessary stress and strategy and optimizations we want to build a community in something like super meaningful where I don't have to test a million landing pages to get somebody to buy a really like meaningful uh hat and that represents a community I think you…
Escúchalo en el minuto 5:35
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